...Ace Institute of Management MARKETING MANAGEMENT Case # 4: Tata Sky’s Marketing Strategies Submitted to: Mr. Ashish Tiwari Submitted by: Rupesh Kumar Shah EMBA ’11 Fall September 2012 Question 1: Examine the growth strategies of Tata Sky over the years. Answer: Tata Sky was launched in 2006. It is one of the leading India-based Direct To Home (DTH) service provider. It has crossed three million connections mark in a period of 20 months. Therefore, it is the fastest growing direct-to-home service provider across the globe. It is a joint venture between Tata Group with 80% stake and STAR Group with 20% stake. It currently offers more than 196 channels and few interactive ones; the count includes few numbers of HD channels offered by Tata Sky called as Tata Sky - HD and interactive services. Tata Sky has tied with Aamir Khan as its brand ambassador. Aamir Khan features all Tata Sky brand and product communication such as advertisements in TV, print and radio. Tata Sky has targeted to have about eight million connections by 2012. The direct-to-home (DTH) industry in India currently has about 30 million subscribers and six players. It is assumed to grow to 60 million subscribers by the end of 2013 despite the fact that the industry faces several issues such as low average revenue per user (ARPU), high cost of acquisition of content and subscribers, and various taxes such as entertainment...
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...CHAPTER I INTRODUCTION 1.1 INTRODUCTION TATA SKY Incorporated in 2004, Tata Sky Ltd is a joint venture between Tata Sons.. and 21st Century Fox. Tata Sky DTH endeavors to offer Indian viewers a world-class television viewing experience through its satellite television service. As we talk about DTH which stands for Direct-To-Home, it's a system that allows you to have a personal dish antenna how cable operators do, except it's much smaller in size, this antenna can be fixed on your terrace and receives transmissions directly from a satellite, hence it is called as a direct to home service. Direct to home is different in the way of size of the antenna require is much smaller, the city will have less wires from one building to another and you have the flexibility of moving out without searching for new cable operators. Secondly, the focus of this research is on the Advertisement, which is a crux of any market economy, plays a pivotal role in the economic progress of a nation. Advertising is indeed the only direct method, which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. Advertisements have become the part of life for everyone as a listener through some media or other. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception...
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...Chapter 1 (Introduction) INTRODUCTION:- The way DTH reaches a consumer's home is different from the way cable TV does. In DTH, TV channels would be transmitted from the satellite to a small dish antenna mounted on the window or rooftop of the subscriber's home. So the broadcaster directly connects to the user. The middlemen like local cable operators are not there in the picture. DTH can also reach the remotest of areas since it does away with the intermediate step of a cable operator and the wires (cables) that come from the cable operator to your house. As we explained above, in DTH signals directly come from the satellite to your DTH dish. Also, with DTH, a user can scan nearly 700 channels! DTH offers better quality picture than cable TV. This is because cable TV in India is analog. Despite digital transmission and reception, the cable transmission is still analog. DTH offers stereophonic sound effects. It can also reach remote areas where terrestrial transmission and cable TV have failed to... From slums to high rises, interior villages to the swankiest locations, one consumer electronic appliance that you’ll see in Indian homes is the TV. A report from a market research firm pegs TV sales at 1.87 corer units in 2011, with a growth rate of 9 per cent per annum. In the mid 80s, after the Asian Games had kicked off the television revolution in India, the content provider was the state channel Doordarshan. There were no...
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...Table of Contents I. Introduction 2 II. DTH Industry in India 3 III. Porter 5 Forces Model For DTH Industry 4 IV. Tata Sky: The Subject of Market Research 5 V. Tata Sky: STP 6 VI. TATA Sky: 4P’s Model 7 VII. Field Study and Survey 8 VIII. SWOT Analysis Of Tata Sky 9 IX. Online Survey and Results: 10 X. Conclusion 10 XI. Recommendation 10 I. Introduction What is the very first thing or imagery that comes to our mind when we say the acronym DTH? Maybe we visualize Shahrukh Khan in his signature lover-boy arms-wide-spread pose urging us to wish for more (Dish Karo, Wish Karo). Maybe we think about a certain Babloo’s mummy, who is a housewife, speaking fluent English she has learnt from Tata Sky Active English Speaking course; or Reliance urging us to go BIG (TV ho toh BIG ho). Depending on the customer base and loyalty, different people will have different imagery of DTH. During the last decade of the twentieth century, introduction of the cable TV operators in India took the TV industry by a storm. With channels like SONY, Star Plus entering the Indian TV industry through cable, the evergreen Doordarshan faced stiff competition to thrive in their otherwise monopolized entertainment industry. Slowly, with more revenue being put into private cable TV channels, quality of TV programs increased by leaps and bounds. Doordarshan struggled to survive against the onslaught of the private TV channels. With the cable TV operators slowly increasing their reach...
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...Study & Analyzing Customer Buying Behavior in the changing DTH Environment Dish TV India Pvt. Ltd. Submitted by Tamal Kundu Academic year 2012-14 2012163 NIILM CMS Mentored by Prof. Ritu Srivastava NIILM CMS Greater Noida Certificate of Completion from Faculty Guide This is to certify that Summer Project Report on “Study and Analyze the consumer buying behavior in the fast changing DTH environment” prepared by Tamal Kundu Roll No. 2012163 of PGDM 2012-14 Batch is his genuine effort under my guidance and supervision. Signatures of mentor Signature of Student Mentor: Prof. Ritu Srivastava Name of Student: Tamal Kundu 2 DECLARATION I Tamal Kundu, a student of NIILM-CMS hereby declare that I completed my Summer Project titled, “Studying & analyzing the customer buying behavior in the fastest changing DTH environment” in the duration of six weeks i.e., from 20th April 2013 to 31st May 2013 under the able guidance of Mr. Mukesh Chaudhury & Mr.Gautam Sinha. The information presented here is correct and true to the best of my knowledge. Name: TAMAL KUNDU 3 ACKNOWLEDGEMENT I would like to express my heartiest thanks and appreciation to all those who were associated with my summer project which enhanced my knowledge and understanding of the corporate world greatly. First of all I would like to thank our president Dr. S. Neelamegham (NIILM-CMS) for giving us an opportunity of having this corporate exposure for 6 weeks. I would also like to...
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...Project Report on DTH Services in India Hyderabad Business School Team Members Name : Janardhan Samba Murthy Roll No: 2225112112 Email ID : janardhansambamurthyrock@gmail.com Name : R.Kavya Roll No: 2225112130 Email ID : Introduction: In earlier days there was only one TV channel in India. That is “Doordarshan” which was owned and operated by government of India. At the time of 90’s every home which had a TV set used to have its own antenna to capture the signals. The Cable Television Ordinance Law was passed in January 1995. This enabled cable operators to feed channels and later on private companies were allowed to air their own channels and this led to the explosive growth in number of TV channels and number of cable operators. The growth of TV channels & cable operators created a big industry and market opportunities. There were as many as 1, 00,000 cable operators across India until few years back. However the services provided by cable operators were poor. The strikes, increase in tariff plan, selective broadcast and poor services were major cause of dissatisfaction among the customers. This has created an opportunity for DTH. What is DTH? DTH stands for Direct-To-Home, it’s a system that allows you to have a personal dish antenna how cable operators do, except it’s much smaller in size, this antenna can be fixed on your terrace and receives transmissions directly from a satellite, hence it is called as a direct to home service. Direct to...
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...sound music to the ears of all the DTH service providers planning to increase their market share many fold. The potential of DTH in Indian market is seemingly substantial. This has motivated us to undertake a market research project to analyze and assess the future prospects of its acceptability and growth in India. To make our project comprehensive and to make our results conclusive, we have done a thorough analysis in terms of in-depth primary and secondary research. Scanning through articles pertaining to DTH in newspapers, magazines and internet; interviewing dealers and marketers, sales executives; getting questionnaires filled by 250 respondents; we are confident that our findings present the facts as they are. The whole project has been so designed that it not only meets the requirements of our course curriculum, it also will be useful to existing and coming DTH service providers. Research Methodology Our report is an integral part of my Market Research paper, 3rd Semester of my Bachelor of Business Studies (BBS) course at Shaheed Sukhdev College of Business Studies, D.U. this project has been prepared under the guidance of our subject teacher, Mrs. Preeti Rajpal Singh. The project aims to understand the consumers’ perception about cable service providers and the attributes they would like to associate with television entertainment. We also aim to understand the perception of users of the DTH technology about the various DTH service providers. India, with its...
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...Comstrat 2008 - Tata Sky Ami Kothari amikothari10@jbims.edu +91-9820672221 Palak Sood Swathi Velisetty PalakSood09@jbims.edu swathivelisetty09@jbims.edu +91-98925 97890 +91-98205 62709 Jamnalal Bajaj Institute of Management Studies Environment Analysis - Porter’s 5 forces Bargaining Power of Supplier - High DTH relies on three major suppliers: Customer Premise Equipment – Satellite dish, Set top box and Access card, Ku Band Transponder and content. Bargaining power of DTH operator with CPE supplier has increased due to supply. Transponder is provided by Astrix, ISRO hence dependency exists and due to no regulations in channel pricing, DTH operators are at mercy of Broadcasters. Bargaining Power of Buyer-High Consumer has the power to choose in this industry with variety. Unless players can differentiate against each other, the market shall remain mostly homogeneous. Customers will have high bargaining power and will be influenced by costs versus services. Threat of Substitutes- Medium DTH faces major competition from Terrestrial, Cable & IPTV. Doordarshan is world’s largest Terrestrial broadcaster with over 1400 transmitters and covering 88% of India geographical area. They offer Digital service in collaboration with BBC resources. This wide reach and low cost approach are offset by its lack of attractive content. Cable TV operates in 2 modes: CASwhich requires separate set top box and Non Addressable system. The cost varies from Rs. 100 – Rs. 350 to customers depending...
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...Development Center, IFHE Campus, Donthanapally, Sankarapally Road, Hyderabad 501 504, Andhra Pradesh, India or email: info@ibscdc.org www.ibscdc.org | QM0006Customer Satisfaction with DTH Services in IndiaSince Cable TV entered India in 1992, entertainment on television has grown rapidly. Out of the 71 million TV households in 1999, 32 million had access to Cable TV. However, along with the soaring viewership, complaints on quality also increased. Digitalisation of Cable TV took a new form when Direct-To-Home (DTH) was launched in India in 2003.The DTH service is an encrypted transmission. It is a digital satellite service that provides television services direct to subscribers anywhere within the country. Unlike the regular cable connection, the Set- Top-Box (STB) decodes the encrypted transmission. Since it makes use of wireless technology, programmes are sent to the subscriber’s television direct from the satellite. This eliminates the need for cables and cable infrastructure. DTH service is particularly effective in remote areas, where cables and even normal television services are poor or nonexistent. These services provide the finest picture and sound quality. Like the quality of any modern movie theatre, DTH also provides the best quality surround sound.Although DTH services were proposed in India way back in 1996, it was not permitted until 2003....
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...Customer Satisfaction with DTH Services in India Ref.No.: QM0006 Customer Satisfaction with DTH Services in India Since Cable TV entered India in 1992, entertainment on television has grown rapidly. Out of the 71 million TV households in 1999, 32 million had access to Cable TV. However, along with the soaring viewership, complaints on quality also increased. Digitalisation of Cable TV took a new form when Direct-To-Home (DTH) was launched in India in 2003. The DTH service is an encrypted transmission. It is a digital satellite service that provides television services direct to subscribers anywhere within the country. Unlike the regular cable connection, the SetTop-Box (STB) decodes the encrypted transmission. Since it makes use of wireless technology, programmes are sent to the subscriber’s television direct from the satellite. This eliminates the need for cables and cable infrastructure. DTH service is particularly effective in remote areas, where cables and even normal television services are poor or nonexistent. These services provide the finest picture and sound quality. Like the quality of any modern movie theatre, DTH also provides the best quality surround sound. Although DTH services were proposed in India way back in 1996, it was not permitted until 2003. The government rejected approval to DTH due to concerns over national security and cultural invasion. To prevent the implementation of DTH service, even the cable operators had heavily lobbied the ...
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...Competitive Strategies, Positioning & Branding of DTH Companies in India ABSTRACT In early 2000’s India saw its first Direct To Home (DTH) company emerge in the form Essel Group’s Dish TV Network. Tata Sky as an offering from the house of Tata’s came in 2006. Later on five more players joined the industry. By 2010 the industry was turning very aggressive & all players fiercely fought competition. Not just market leader & challenger but all players in the industry were playing with keen interest because of the size of this industry in India. The Indian DTH Market is projected to become the world’s largest DTH Market in 2012 itself. The regulations that necessitate digitization of television content & signals will also drive the sale of this product in the time to come. The advantage over cable & satellite service providers that it gives, rural & remote transmission because of wireless service, technological advances like electronic program guide that it provides makes it an enticing product for consumers. In race to acquire maximum customers companies have been fiercely fighting on the price point as well. Doordarshan’s DD Direct Plus with a conglomeration of free to air channels only plays at a different level for rural masses & economy seekers. The competition in the mainstream is mainly between the Dish TV & Tata Sky, with Airtel Digital TV, Reliance Big TV, Videocon D2H & Sun Direct Plus playing on a different platter. It becomes...
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...DTH IN INDIA y www.trai.gov.in y Dish TV India limited result quarter ended June 30, 2010 y y y y y y y y y y y y y y y y y y y y y y y http://en.wikipedia.org http://economictimes.indiatimes.com www.dddirectplus.in www.indiandth.com www.airtel.in www.rapidtvnews.com http://b4tea.com http://trak.in www.tatasky.com http://googleads.g.doubleclick.net www.indiadth.in http://www.indiantelevision.com/headline aug108.php http://dthnews.mediadir.in http://dataxisnews.com http://news.outlookindia.com http://www.pitchonnet.com www.bigtv.co.in http://www.sundirect.in http://www.sundirect.in http://www.d2h.com http://www.ddinews.gov.in http://www.bigtv.co.in http://www.dishtv.in WHAT IS DTH? INDIAN DTH INDUSTRY OVERVIEW: DIFFERENT PLAYERS IN INDIAN DTH SPACE PROFILE OF DIFFERENT PLAYERS: DD DIRECT+: DISH TV: SUN DIRECT: TATA Sky: AIRTEL DIGITAL TV: BIG TV: VIDEOCON D2H: MARKET SHARE OF DIFFERENT PLAYERS: MARKETING STRATEGIES OF DIFFERENT PLAYERS: SWOT ANALYSIS: STRENGTH: WEAKNESS: OPPORTUNITIES: THREATS: CABLE TV VS DTH: INNOVATION IN DTH: CONSUMER CHOICE: REVENUE FACTOR: SUBSTITUTES: GOVERMENT POLICIES: LATEST RECOMMENDATIONS BY TRAI: DTH FORECAST: REFERENCES: y Economic growth of the country in general and rising disposable income levels. y Gradually liberalizing attitude of the government. y Greater interface with international companies . y Privatization and growth of the radio industry . y Advancement in Technology . y Favourable regulatory...
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...DTH INDUSTRY | | Submitted by:Bishwajeet Jha Tushar ChhapadwalPavani GeethaKrishna Prasad | | | | | | HISTORY OF DTH SERVICE INDUSTRY The history of Indian Television dates back to the launch of Doordarshan, the country’s national television network in 1959. Television was then seen as a luxury item that could be afforded only by a chosen few. The transmission was in Black & White. The 9th Asian games which were held in 1982 in the country’s capital New Delhi heralded the mark of color television broadcast in India. In 1991, Indian economy was liberalized from the License Raj and major initiatives like inviting foreign direct investment, deregulation of domestic businesses emerged. This lead to the influx of foreign channels like Star TV and creation of domestic satellite channels like Sun TV and Zee TV. This virtually destroyed the monopoly held by Doordarshan. In 1992, the Cable TV industry started. If one could list down the revolutions that happened in Indian entertainment industry, Cable TV would top the list. It has literally changed the way the average Indian watches the Television. The number of channels increased suddenly from 2 and the real entertainment started. Every city in India had a complex web of co-axial cables running through the streets with a new breed of entrepreneurs called as cablewallahs or Local Cable Operator (LCO) taking in charge of distribution. The film industry was shocked by this sudden growth and there were even...
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...boost DTH in India The successful launch Thursday of India's heaviest satellite from spaceport of Kourou in French Guyana may have boosted the country's space research efforts to yet another level, but it has also lifted the spirits of at least three Direct-To-Home televisions broadcasters, one of which has been waiting for years to launch its services in India. Onboard India's new generation spacecraft Ariane-5G rocket, the INSAT-4A was placed in geosynchronous transfer orbit in 3-axis stabilized mode shortly after launch, drawing cheers for the fact that it was the first launch of a 3,080 kg satellite by India. It is the also the first Indian satellite to meet the requirement of the DTH television services. "Insat-4A is the most advanced, heaviest and powerful satellite and it's a very important milestone in the history of India's space program," said Madhavan Iyer, the chairman of the Indian Space Research Organization. "This is going to revolutionize TV broadcasting directly to the homes and improve the entertainment scenario in India." After completing orbit-raising operations and a few tests, INSAT-4A will become fully operational in early 2006. It will be positioned in geostationary orbit 36,000 km above the equator. For the DTH wannabes then, this is indeed good news because even as the country's TV viewership explodes, peculiar broadcasting laws and lack of transponder availability has been obstructing proliferation of DTH services in the country for years. DTH services...
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...CASE STUDY 2 1) Do you think Amazon Fire Home Hub as described in Nidhi’s proposal is the right strategy for Amazon to pursue and why? After carefully analyzing Nidhi’s proposal we came to conclusion that Nidhi’s proposal have certain limitations: 1. According to Nidhi’s proposal, Amazon will allow the users to choose from a list of ISPs and DTH providers. But as we know in existing model, DTH provider use their own set top box (hardware). So it is very less likely that they will allow their services to be used using Amazon fire hub.(What will they do with their hardware in case they decide to go with Amazon fire hub) 2. Major players who have the capability to provide both DTH and Internet services have potential to provide a product like Amazon fire hub by investing in R&D. So it is very less likely that there will be any alliance with them either in short term or long term. 3. In fact, concept of providing a list seems to be unfeasible. For example: say I am company A providing DTH services to customer X using Amazon fire hub. Now customer X wants to move to company B who also provide DTH service. Now in this case company A is losing its customer to company B. Same thing can happen to company B as well. So in this model as there is more flexibility for the customer to move, higher is the risk for company to lose its customer. This is something which is undesirable by any company. Business Plan for Amazon Fire Home Hub 1 COMPANY SUMMARY Amazon.com which is the largest...
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